exeter – february 25th , 2010

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social media

and b2b: how tobuild outstandingadvocacyYann Gourvennec

Head of Internet & Digital Media

http://orange-business.com

Exeter February 25th, 2010
http://orange-business.com/http://orange-business.com/


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2 some rights reserved - CC 2010 - Orange Business Services - Yann A. Gourvennec

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a footprint supporting business around the world

local support in 166 countries and territories

a seamless network covering 220 countries andterritories


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agenda

communities on theagenda

doingdigital

webtv best practice


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so you want to manageyourcommunity?

1


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10 years later: what have we learned?


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communities: the new paradigm


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http://geekandpoke.typepad.com/

social media and ROI
http://geekandpoke.typepad.com/http://geekandpoke.typepad.com/


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ICT buyers

vertical painpoints

are passionate about technolog

annoyed by banners/marketing by interruption

are part ofECOSYSTEMS

IT security virtualization

read blogs

turn to trusted technologyB2B resources

source:

use social media


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11 some rights reserved - CC 2010 - Orange Business Services - Yann A. GourvennecTYPICAL B2B ECOSYSTEM

NEWS

OPINION

LEADERS

OTHERSECTORS

CONSULTANT

PARTNER

ENTERPRISE

X

RSS

FEEDS

WEB

ENTERPRISE

OTHERREGIONS ADMIN

CONTRACTORS

BUYER LEGAL

BUSINESS UNIT

CLIENT TEAM

FINANCIAL CONTROLER

CONSULTANTS

OTHER BUSINESS

UNITS

ENTERPRISE

Y

CONSULTANCY

VENDOR

VENDOR

the ICT ecosystem


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how solution selling applies to the Web


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where do we go from here?


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blogs and WebTV: hundreds of experts

LinkedIn

Twitter

facebook

viadeo

google

wikipedia

partner


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Orange Business blogs


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orange-business.tv business case


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orange-business.tv: where we started from


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orange-business.tv business case

3 main ingredients

technological

editorial

production

Orange Business WebTV - 2009

250 video clips created

40% [En] - 60% [Fr] a few in Sp and Pt

200.000+ displayed

66.000+ clips viewed online

3500+ narrowcasting hours

~1000 daily uniques


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best practice 1 on UGC

http://bit.ly/soceng
http://bit.ly/socenghttp://bit.ly/socenghttp://bit.ly/soceng


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best practice 2 on UGC

http://bit.ly/voip-case
http://bit.ly/voip-casehttp://bit.ly/voip-case


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ROI, what ROI?


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ROI?

content generation

motivation

leadership of opinionglobal reach

SEO

UGC

breaking silos

nurturing talent

rss (dynamic)

links

comments/discussion

cheapspice up IRL events


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Orange b2b label

over 150 partnering websites on the French sidebudding community on the English side


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follow us on

@orangebusiness

http://www.posterous.com/orangebusiness

http://www.facebook.com/orangebusiness
http://www.posterous.com/orangebusinesshttp://www.facebook.com/orangebusinesshttp://www.facebook.com/orangebusinesshttp://www.facebook.com/orangebusinesshttp://www.posterous.com/orangebusinesshttp://www.posterous.com/orangebusiness


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my research on Bnet and elsewhere

http://resources.bnet.com/topic/yann+gourvennec.html

my personal research on the Web

http://visionarymarketing.com

http://visionarymarketing.wordpress.com
http://resources.bnet.com/topic/yann+gourvennec.htmlhttp://resources.bnet.com/topic/yann+gourvennec.htmlhttp://visionarymarketing.com/http://visionarymarketing.wordpress.com/http://visionarymarketing.wordpress.com/http://visionarymarketing.com/http://resources.bnet.com/topic/yann+gourvennec.htmlhttp://resources.bnet.com/topic/yann+gourvennec.html


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about Yann Gourvennec

since 2008, head of internet, orange business services 2005-06/2007, innovation principal, orange business services

2003-06/2005, alliance partner manager, france telecom

1999 2002 - director e-business: france telecom teleconferencingservices

1997 - 1999 consultant, Internet, marketing & informationsystems, cap gemini

1995-1997 internet marketing consultant, unisys europe

1992-1995 business systems manager, unisys europe

1988-1992 business systems manager, unisys france

1985-1988 account executive, philips France

my research available online at: http://visionarymarketing.com/
http://visionarymarketing.com/fwelcom.htmlhttps://www.linkedin.com/profile?viewProfile=&key=179092&fromSearch=0&sik=1132701871814&split_page=1&rd=in&goback=%2Esrp_1_1132701871814_inhttp://visionarymarketing.com/fwelcom.html

exeter – february 25th , 2010

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